Master of Marketing inMarketing Analytics and Insights

Enhances the student's ability to deal with the complexities of ethical decision making in today's dynamic business environment by clarifying and applying personal values.

Examines strategic issues in marketing, including analysis, planning, and implementation; gain hands-on experience in taking control of an enterprise operation involving marketing, production, and financial decision-making at both the strategic and tactical levels.

Addresses the use of data and analytics for marketing decision-making by providing the student with skills to translate conceptual understanding into specific operational plans.

Principles of applied marketing analytics, including marketing data sources, data quality, software, and fundamentals of statistics. Special focus on translating data into meaningful business insights and strategy.

Introduction to data analytics for evaluating digital marketing communication, including assessment of mobile, website, and online shopper experiences; evaluation of digital campaigns, social media monitoring, and media mix modeling.

Examination of data analytics to strategically drive targeting, acquiring, developing relationships with, and retaining customers.

Review of analytics addressing key marketing challenges, including brand positioning and differentiation, pricing and product strategy, brand equity, and customer satisfaction.

Explores methods for integrating and visualizing marketing-related data from disparate sources, such as industry data, CRM and sales data, Google Analytics, social media, and consumer surveys.

Focuses on the development and application of business architecture as a holistic discipline that produces a common understanding of the organization that is used to align strategic objectives and tactical initiatives.

Explores the use of descriptive analytics concepts, tools, and techniques throughout a wide range of business scenarios and problems.

Explores the use of predictive analytics tools and techniques throughout a wide range of business scenarios and problems; includes a subset of methods such as neural networks, machine learning, social media analytics, and more.

Development of methods for prescriptive analytics with a focus on business supply side decisions and risk mitigation.

Focuses on the process of launching a new venture, in a corporate setting or as a new start-up, including identifying a problem or market opportunity, developing business models, forming a team, financing, analyzing markets, assessing the competitive environment, and planning to acquire leadership talent.

Surveys emerging trends and disruptors in technology and industry that create new markets and influence decision-making, product development, business models, and business practices associated with innovation.

Explores the methods used to foster innovation and entrepreneurship in a corporate setting, with a special emphasis on how organizations foster creativity, innovation, and new venture creation.

Integrating multiple functional business areas to resolve global business problems and improve organizational performance.

Overview of human behavior in organizations, and implications for managing and leading individuals, teams, and organizations.

Application of techniques available to aid managers in sound financial decision making.

Understanding, exploring, and applying innovation-related concepts, principles, and practices to corporate environments involved with new venture creation and other contexts.

Addresses the managerial challenge of strategy implementation, particularly by examining the organizational elements that must be drawn into line to support a strategy, as well as the immense difficulties of changing an organization. Relies on two overarching frameworks: a model of organizational alignment and a model for managing the change process.

Emphasizes how leading across differences and leveraging a diverse workforce is a core leadership competency in organizations today.

Prepares students with the knowledge and skills to gather data that is credible, targeted, and actionable; covers techniques and tools for gathering quantitative and qualitative data, including sampling, questionnaire design and administration, experiments for ad and product testing, and interview guides for focus groups.

Explores state-of-the-art insights into innovation strategy, product development processes, and new product introduction and management in B2B.

Focuses on B2B marketing strategy, offering a framework for value creation and delivery and introducing key concepts, theories, and strategic decision-making in business-to-business markets.

Introduction to the core concepts of the strategic supply chain management framework, including process orientation, a systems viewpoint, intra-frim coordination, and extended enterprise collaboration.